This post will change your life


Rachel Marsh

This is a copywriting tip. Well, not a tip, but something that works my nerves and I wish people would stop.

There are human interest stories floating around the internet that use the ‘More News at 10’ method of a headline. ‘More News at 10’ was the hook a lot of local news anchors would use — back when people watched local news.

For articleYou know the rhetoric: ‘Something in town could be killing your child… More at news at ten o’clock.’ It was sensationalism meant to entice viewers to watch the evening news. This style of hook has overflowed into digital journalism. Yes, journalism has always had hooks, and you’ll still find print journalism using headlines like ‘Death Toll Shocker’ on their sandwich boards, but at least ‘Death Toll Shocker’ informs the reader that the story is about death.

The insipid digital headlines found at the moment run along the…

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